AR catalog for urban furniture
The catalog stopped being a PDF. Now it fits in every salesperson's pocket.
Murban sells bus shelters, modular playground equipment and calisthenics gyms. None of that fits in a briefcase, and on a catalog page everything is the same size. Today their salespeople stand it on the customer's sidewalk, at real scale, from the phone's browser.
- Industry
- Urban furniture
- Use case
- Field sales and quoting
- Technology
- WebAR in the phone's browser
Murban, a Mexican company for urban furniture, playground equipment and outdoor gym gear, used to sell its line with a PDF catalog. Fyware turned that catalog into over 35 WebXR models that open from a link in the phone's browser and are placed at 1:1 scale in the spot where they would go: the sidewalk, the park, the school yard. There is no app for the buyer to install.
The figures and where they come from: over 35 models delivered between 2023 and 2026 (bus shelters, modular playgrounds, calisthenics gyms and plaza furniture), per Fyware's deliveries; 0 apps the buyer has to install, because it runs in the browser; and 50% less selling time against the PDF catalog, an estimate reported by Murban. The furniture, its design and its engineering belong to Murban: Fyware built the 3D models and the viewer they are shown in.
What was built is a 3D catalog with augmented reality in the browser: a link that opens the piece at full size, right where the buyer is standing, with nothing to install or download.
How it was decided
On a catalog page everything is the same size
The problem
The catalog was a PDF. A bus shelter takes up the room it takes up and a modular playground takes up what it takes up, but printed they both fit on half a page. The buyer had to work out from a drawing whether it fit the space they have, and that doubt is what delays the decision.
The call, which is theirs
Murban decided their salesperson should be able to show the whole catalog without carrying anything. A scale model used to exist in one place, for one customer at a time. The call was to make it exist on everyone's phone, all at once.
What we built
The 3D modeling of over 35 pieces and the WebXR viewer that opens them from a link, with a picker for color and finish variants, and the button that places the piece on the floor wherever the buyer points the phone.
Try it yourself
We would rather not just tell you: this is a Murban bus shelter, the same model their salespeople open in a meeting.
One shelter, in 3D and at real scale
Spin it with your finger or your mouse. The AR button at the top right opens a QR code: scan it with your phone and the shelter stands on the floor where you are, at the size it actually is.
What is in the catalog
Four product families, all modeled with their variants: shelters, modular playground equipment, calisthenics gyms and plaza furniture.
3D models from Murban's catalog.
Project sheet
- Client
- Murban, urban furniture (Mexico)
- Sector
- Urban furniture, playground equipment and outdoor gym gear
- Scope
- 3D modeling of the catalog and a WebXR viewer with variants
- Models
- Over 35, delivered between 2023 and 2026
- Categories
- Shelters, modular playgrounds, calisthenics gyms and plaza furniture
- Platform
- The phone's browser, with no app and no app store
- Augmented reality
- WebAR in the browser: WebXR and Scene Viewer on Android, Quick Look on iPhone, at 1:1 scale
- Use
- Field sales and quoting, with the buyer present
- Started
- 2023, and the catalog keeps growing
- Reported effect
- 50% less selling time against the PDF catalog, Murban’s own estimate
“We used to send the catalog as a PDF and the customer could not tell whether it fit. Now we stand it in front of them, at the size it really is, and the sale closes in half the time.”
What makes it work
Four decisions worth repeating
- It opens from a link: the buyer installs nothing and does not go through an app store.
- The piece is placed at 1:1 scale where it would go, so whether it fits gets answered by looking.
- The variants live in the same model: color and finish change without opening another file.
- The salespeople carry nothing: the whole catalog rides on the phones they already had.
The furniture, its design and its engineering belong to Murban, and they are the product. We built the 3D models and the viewer they are shown in.
Is it worth putting a product catalog into augmented reality?
It comes down to one thing: whether your product is sold by explaining a size. A screw does not need it. A bus shelter, a modular playground or a calisthenics gym does, because the buyer's biggest objection, ahead of price, is not knowing whether it fits, and that objection is not answered by a spec sheet.
What changed here was not the quality of the images. There were good renders before too. What changed is who can show the product, and where: a scale model existed in one place for one customer at a time, and the 3D catalog exists on every salesperson's phone at once, on any sidewalk in the country.
And the part that gets underrated is the zero apps. A catalog that asks you to install something only gets shown when the customer is in a good mood and has battery left. One that opens from a link gets shown every time, which is why the effect shows up in selling time and not in a download counter.
Frequently asked questions
Does my customer have to install anything to see the product in their space?
No. The Murban catalog opens from a link in the phone's browser, like any other web page, and from there the piece stands on the floor wherever the customer points the camera. There is no app to download, no app store and no account to create. That matters more than it sounds: asking a buyer to install something during a twenty-minute meeting means losing the meeting.
My product is large and customers never know whether it fits. Does this solve that?
That is exactly what it is for. The piece is placed at 1:1 scale in the spot where it would go, so the question of whether it fits gets answered by looking instead of being inferred from a drawing. A bus shelter or a modular playground take up the room they take up, and on a catalog page everything is the same size: that is where the decision stalls.
How long does it take to move a product catalog into 3D?
It is measured per model, which is why it pays to start with the ones you quote most instead of waiting for the whole catalog. Murban's went past 35 models between 2023 and 2026: it grew in batches, as the sales work called for them, and the viewer was the same one from the first model on. A whole catalog at once is a project that never starts.
Tom KlukowskiFyware Partner · Valcre Marketing
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